Based in Boston, Massachusetts, DataXu is a provider of programmatic marketing analytics, data management and media activation software. The company says that it partners with advertisers and media agencies to help them engage more efficiently and effectively with consumers across all of their devices.

DataXu claims that its platform has the capability to analyse and optimise buying decisions on over 100 billion digital advertising opportunities every day around the globe. Furthermore, it believes that its expertise in programmatic marketing — the automated, data-driven planning and trading of advertising across multiple media devices and formats — will benefit Sky as both an advertiser and investor.

Sky’s advertising sales division, Sky Media, will now work with DataXu to explore opportunities such as extending the reach of Sky AdVance, using DataXu’s experience in helping advertisers to buy addressable TV ads programmatically and use data and analytics to drive improved marketing results. Launched in 2015, Sky AdVance allows advertisers to connect journeys across screens so that audiences see the right ad, in the right sequence and on the appropriate screen.

The new deal is the latest in a series of investments by Sky in key niche players in the broadcast industry. These include over-the-top (OTT) video company TV4 Entertainment and online video aggregator Pluto TV. Sky has previously invested in a number of other technology companies, including online sports network Whistle Sports, IP streaming service provider Roku and cinematic virtual reality company Jaunt.

“This investment will help us develop a deeper understanding of programmatic advertising, and play our part in shaping the market as it progresses,” remarked Jamie West, deputy MD at Sky Media. “Combining Sky’s knowledge, experience and innovation in advertising with DataXu’s programmatic marketing expertise will provide exciting opportunities for both businesses, and most importantly, for Sky’s advertising partners.”

Added DataXu co-founder and CEO Mike Baker: “This strategic investment allows DataXu to partner with a true, global leader in television and media ... DataXu and Sky have strong alignment on the future of programmatic and advanced television; and this investment ensures our two companies continue to learn and grow together.”